"Each one adds its own perspective, story and aesthetic, and together they create the layered and personal feeling that people experience when they walk through the space.” - Jamila
1. Many of the brands at Soroka are founded by women. What does it mean to you to include these businesses within the wider mix of the shop?
A: Soroka has always been about bringing together brands that feel thoughtful, soulful and intentional, and many of the makers we naturally connect with happen to be women. Their work often carries a certain sensitivity and depth that resonates with the atmosphere we try to create in the shop.
Rather than defining the store, these brands become part of a wider tapestry. Each one adds its own perspective, story and aesthetic, and together they create the layered and personal feeling that people experience when they walk through the space.
2. Many of the founders behind these brands have deeply personal origin stories. What do you enjoy about sharing those stories through Soroka?
A: What I find most beautiful is how personal many of these creations are, whether it is the form of an object, the feeling it evokes, a textile shaped by heritage, or a technique that has been passed down through generations.
Being able to give those pieces a place within the shop feels meaningful. When someone picks something up, they are often connecting with more than just the object itself. There is a story behind it, and that quiet exchange adds another layer of depth to the experience.
3. When you are selecting brands to bring into Soroka, what qualities tend to resonate with you in the founders and makers?
A: For me it always comes down to intention. I am drawn to people who create thoughtfully and with a clear sense of purpose. Craftsmanship, authenticity and a respect for the process are always important.
There is often a quiet confidence in the brands that resonate most with me. They are not trying to follow trends but are building something genuine and lasting, and that kind of authenticity aligns beautifully with the spirit of Soroka.
4. Soroka is run by an all women team. How does that dynamic influence the day to day atmosphere of the shop?
A: Working with a team of women brings a natural sense of understanding and collaboration. There is a lot of intuition in how we communicate and support one another, which makes the environment feel calm and open. At the same time, everyone brings their own ideas and creativity into the space, and that collective energy shapes the way the shop evolves day by day.
5. As we celebrate International Women’s Day, what feels meaningful for Soroka to acknowledge this month?
A: It feels like a moment to simply appreciate the many women who contribute to the world around us. From founders and makers to artists, collaborators and members of our own team. Soroka is built on community, and these voices are an important part of that landscape. International Women’s Day offers a lovely opportunity to pause and recognise those contributions.
